The "Play the Future First" promotion runs in the U.S. from Sept. 26 to Nov. 10, and gives fans the chance to win the highly-anticipated PS4™ system before it hits stores nationwide on Nov. 15. During the promotion, each PS4 branded Taco Bell $5Buck Box or Big Box – which includes a Cheesy Gordita Crunch or Crunchwrap Supreme®, a Burrito Supreme®, a Crunchy Taco and a medium fountain drink – will provide a unique code for consumers to text in for a chance to win a PlayStation 4 prize pack. The prize pack features one PS4 system, one copy of the exclusive PS4 game, Knack™, and a one-year membership to PlayStation®Plus (PS Plus).

"Our fans enjoy gaming, and gamers eat Taco Bell, so teaming up with PlayStation for the second consecutive year to give consumers first access to the next generation system before it hits retail was an exciting decision for us," said Chris Brandt, chief marketing officer, Taco Bell Corp. "We strive to give our customers a little more, each and every day, in everything we do. Through the 'Play the Future First' promotion, we are delivering on our promise to Live Mas – and now play mas – with a gaming experience like no other."

SCEA and Taco Bell partnered in 2012 to give fans the chance to win a PlayStation®Vita (PS Vita) portable entertainment system, before it launched in North America on Feb. 22, 2012. With the upcoming launch of the PS4 system, the "Play the Future First" promotion kicks off a multi-year partnership between SCEA and Taco Bell that will continue to bring innovative gaming experiences and craveable food to fans across the U.S.

"Following the positive response from the gaming community for the PS Vita campaign last year, we are thrilled to have the opportunity to partner with Taco Bell to tap into the excitement as we prepare to launch PS4 on November 15," said Guy Longworth, senior vice president, brand marketing at SCEA. "PlayStation and Taco Bell both have some of the most loyal fans in the world, and this promotion rewards them by providing an extraordinary opportunity to get their hands on a PS4 before it hits stores."

The PS4 system will launch in North America on Nov. 15, and will be available at major retailers for $399 (MSRP). The PS4 system delivers rich and immersive gameplay experiences that feature powerful graphics and speed, deeply integrated social capabilities, and innovative second-screen features.

Consumers can also request a code without purchase by mail or online. Prize packs will be shipped on or around Tuesday, Nov. 12. PS4 branded $5 Buck Boxes or Big Boxes will be available at participating locations while supplies last.

No purchase necessary to enter or win. Void where prohibited. Promotion begins at 12:01 AM (ET) on Sept. 26, 2013, and ends at 11:59:59 PM (ET) on Nov. 10, 2013. Promotion open to legal residents of the United States or D.C. (excluding Hawaii); consumers must be 18 or older to win. See Official Rules at www.tacobell.com/winps4 for details on how to enter, free method of entry, prize details, restrictions, and terms and conditions of participation. Message and data rates may apply for each text message sent and received. Check wireless plans for details.

About Sony Computer Entertainment America LLCSony Computer Entertainment America LLC (SCEA) has revolutionized home entertainment since the first PlayStation® system launched in 1995 in the United States, followed by the PlayStation®2 computer entertainment system launch in 2000. SCEA continues to redefine the entertainment lifestyle with the PlayStation®Portable (PSP™) handheld entertainment system, the PlayStation®3 (PS3™) computer entertainment system, PSN℠, PlayStation®Vita (PS Vita) portable entertainment system, and the soon to be launched PlayStation®4 computer entertainment system. SCEA also recently launched PlayStation®Mobile, a cross device mobile platform using Android-based PlayStation™Certified devices. Recognized as an undisputed industry leader, SCEA markets the PlayStation® family of products and develops, publishes, markets and distributes software for PSP, PS3 and PS Vita systems in North and South America. Based in San Mateo, California, SCEA serves as headquarters for all North American and South American operations.

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to "Live Más," both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.